5.11 TACTICAL

5.11 Tactical is the trusted leader in purpose-built tactical gear for public safety and military professionals. Their goal was to expand into the growing active-lifestyle market and connect with outdoor enthusiasts looking for gear with tactical benefits. We helped them find and resonate with this new audience—without alienating their core audience.

Led by a kick-ass strategist, our team defined the new target consumers, built a fresh brand strategy, and evolved the brand’s aesthetics and messaging to stand out from the competition and resonate with their expanded market.

For retail display direction, I drew up an idea for a modular system that would work as a kit of parts for any retail floor plan.